Sydney Harvest

Ed Galea picks garlic resize

The produce branding model used by the agricultural so called marketing programs run by industry bodies all  fail the basic test of being consumer centric. Generally they are retailer centric, using grower levies to fund discounts, and sometimes display space, never brand building. “
“Australian tomatoes” is not a brand, it is simply a description.

Besides, the major retailers are exercising their control of the supply chain by not allowing proprietary brand building marketing anywhere near their stores.

The major retailers hold varying shares of produce categories. I suggest that hard vegetables like potatoes and carrots are in line with their overall share of around 75%, but their share of sensitive, seasonal fruit is probably more like 40%, with everything else falling somewhere in between. Where they fall depends on the “commodity” status of the produce, and consumers view of the trade-off between convenience and freshness, taste, and the more subjective things like customer service and product provenance.

Sydney Harvest is determinedly consumer centric. It is an evolving  business model that creates a collaboration between the best growers in the Sydney Basin ands specialist produce retailers in Sydney to deliver field fresh, best quality, provenance assured produce to discriminating consumers, turning the usual supply chain into a demand chain.

Currently in pilot, the initiative is setting out to determine if there is a market in the niche, as there is certainly a niche in the market for such a collaboration.

About strategyaudit

A small marketing and strategy consultancy concentrating on the challenges of small businesses that make up the backbone of our economy. The particular focus is on the strategic and marketing development of small businesses, as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Branding, Change, Marketing, retail, Sales, Small business and tagged , , , , , , , , , , . Bookmark the permalink.

One Response to Sydney Harvest

  1. Pingback: “Collective clarity” and “alignment” are different beasts | StrategyAudit

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